Even in a Digital World, Trust Flows through Every Buying Process

Companies have bought software and infrastructure products / services based on claims of substantial benefits or business outcomes. When those benefits don’t materialize as expected, buyers develop skepticism of the provider and sales person. These buyers may be reluctant to maintain their accounts or purchase other products / services.

Now, providers and vendors are beginning to understand the importance of trust when doing business in the Digital World. Hank Barnes talks about the relationship of trust in the buying process.

Transcript

Trust is an interesting comment and actually our most recent research one of the things we found is that we really think trust is the underlying current in every buying process. Effectively, to me in what we see from buyers trust means that I believe that you the vendor will deliver on the promises that you make to me.

It’s really that simple, and it’s also that complex because this is all about perceptions. One customer may trust you a lot, another one may trust you very little. But fundamentally let’s just repeat it, it’s about delivering on the promises that you make.

Trust is an interesting comment and actually our most recent research one of the things we found is that we really think trust is the underlying current in every buying process. Effectively, to me in what we see from buyers trust means that I believe that you the vendor will deliver on the promises that you make to me.

It’s really that simple, and it’s also that complex because this is all about perceptions. One customer may trust you a lot, another one may trust you very little. But fundamentally let’s just repeat it, it’s about delivering on the promises that you make.

Modern organizations must consider their relationship to customers, including the possible universe of digital touch points. Although analyzing customer experience with journey maps offers a traditional approach, we should evaluate whether this method is sufficient for today's digital enterprise.